Tuesday, April 24

Breakfast Keynote - WorkFront

Overview

TBA

Sponsor

Workfront is a digital work management platform that empowers teams to focus on the right work, do their best work, and deliver that work faster than ever before.
Ready to put an end to marketing work chaos? Try Workfront today.

Scott Brinker & Anand Thaker: The State of MarTech in 2018

Overview

Speakers

Moderator

Driving Evolution in a Complex, Distributed Environment - Fireside chat with Madeline Delianides, formerly with The New York Times

Overview

Managing digital transformation in a fast moving, complex and distributed environment is hugely challenging. Over the past 18 months, The New York Times has been on an aggressive path to rationalize their current marketing technology environment and establish a core infrastructure that will underpin all digital initiatives across the company.

In this fireside chat, Madeline will share her first-hand from-the-trenches account of the process, vendor choices, challenges faced and progress achieved from her experience at The New York Times, Oppenheimer, and American Express. We'll discuss:

- Tips for getting started when everyone is already running at 100 mph- How to get organizational buy-in- How to prioritize platform initiatives- How to manage unexpected challenges

Moderator

Overview

With GDPR going into effect and with growing media and government attention being paid to hacked data, privacy and security issues threaten to be one of the biggest disruptions to marketing in the year ahead. This is not just an IT problem. It is now a significant factor in customer experience and brand reputation that you can't afford to ignore.

In this candid fireside chat, Holly and Scott will discuss what the real risks are and how you can take steps to mitigate them. Topics covered will include: auditing your martech stack, implementing privacy requirements as customer features, collaborating with a cross-organizational security team, and balancing good security practices with the drive for constant innovation and experimentation.

Speaker

Moderator

Overview

Financial Force was running an integrated marketing stack to generate leads and pipeline. With numerous solutions within the marketing stack, Financial Force's sales and marketing teams were challenged with aligning around the data within the stack. LeanData empowered Financial Force's sales and marketing teams to align around the data to make their CRM system more intelligent to optimize for revenue. Furthermore, Financial Force's executive team were able to glean the critical insights to optimize marketing spend.

Speaker

Sponsor

LeanData's Demand Management Suite helps companies make the most of their demand by building a frictionless funnel. More than 300 high-growth businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera rely on our lead-to-account matching and sophisticated routing to increase pipeline, maximize marketing ROI and close more deals.

Maximize your demand with:

Matching - Connect leads to accounts for a 360-view of your target accountsRouting - Assign leads and contacts in real-time to the right owner every timeInsights - Measure and optimize the performance of your routing process and campaigns Attribution - Uncover insights of campaign influence on pipeline and revenue

Speakers

Moderator

Overview

How well do we know our customers? Are we interpreting the right signals or reading tea leaves? The value that marketing adds is in engaging with customers throughout their buying journeys.

VMware marketing is breaking the model, from acquiring leads to supporting overall account health, using new insights to better target accounts and new metrics to measure impact.

Robin will share VMware's customer-centric strategy and divulge secrets to winning over the sales team by giving them a competitive edge. You'll walk away from this session with tips you can use on your own journey.

- Hear lessons learned on establishing an engagement measurement approach
- Understand how to create a simple measurement scorecard to map engagement
- Receive tips on engaging the sales team and having more valuable conversations with them

Speakers

Moderator

Overview

It's often unrealistic to select a single marketing technology vendor expecting they will solve all your needs. Wether it's to harness "best-in-class" capabilities or to leverage prior investments that are too costly or time-intensive to swap out, the need to turn a disconnected set of tools into a connected digital marketing ecosystem is an enterprise priority.

Aetna's focus on member engagement -- providing a cohesive, consistent and personalized member experience across marketing, sales and service for all member touch points (digital, print and phone) -- drove the need to look at how we integrate across organizational and technological boundaries.

This session will share what Aetna's martech journey has been and provide lessons learned in connecting systems, data and disparate teams across the organization, including:

- large-scale systems integration.- data integrity (whether central or disparate, it has to be instantaneously available, current and standardized).- development and rollout of new processes and operating model.- change management in evolving an enterprise stack.

Speakers

Moderator

Overview

Marketing budgets are tighter than ever, and marketers are realizing they can't afford to make decisions without data. Realizing this, what are the steps you can take to become a data-driven marketer?

Lissa will dive into the 5 must-haves for marketers who are ready to treat data as a valuable asset. No plan can exist without goals, so Lissa will kick-off the session with questions marketers can ask themselves and their teams to identify a clear focus. You'll also learn how to choose the right types of attribution for your team, how to build and scale proper tagging procedures and how to bring all of this tracking into your team's workflow.

You'll leave this session with clear steps to set up or improve your own marketing analytics including:

- Understanding your marketing team's focus and goals.
- Determining which attribution model will help get deeper engagement from existing leads.
- Learning to trust your data and creating a scalable process that all of your marketing team can participate in.
- Helping the people on your team focus on what they need to do in order to support the business goal at hand.
- Determining how to prioritize projects with solid reasoning backed by data.

The NextGen of Martech: Strategic Planning in the Age of AI

Overview

Most AI today is used to uncover individual needs and preferences. Facebook predicts what ads you are likely to click on, Google suggests what you might be searching for, Netflix tells you what other shows you might like to watch.

But what if you could forecast a market trend or an entire population's behavior? What if you could simulate how people are likely to respond to a marketing campaign, new product, or creative message? And what if you could use this to predict a marketing campaign's effectiveness and business results before you spent a dollar?

We call this capability human behavior forecasting. Unlocking it requires breakthroughs in marketing, technology, and management.

Speakers

Sponsor

When pilots practice flying airplanes, they use flight simulators. When doctors train, they use models of bodies. When engineers design, they test their ideas in silico before sending them to the factory. When marketers test ideas, strategies, and tactics, they use Concentric Market - a market simulation software. Concentric Market helps marketers make smarter decisions by answering questions related to product development, distribution strategy, marketing spend allocation, and brand management. Our applications recreate the dynamics of consumer markets with accuracy that matches the highest standards of any existing analytic tools and provide insights that go beyond what others deliver.

Lunch Presentation - Brightcove

Overview

TBA

Sponsor

The world’s most innovative and respected brands confidently rely on Brightcove to solve their most demanding video communications challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. Brightcove is an industry-leading suite of cloud video products.

Lunch Presentation - IBM

Overview

TBA

Sponsor

IBM Commerce solutions help you attract, delight and grow the loyalty of customers by enriching the ways you engage each of them. IBM provides a set of integrated customer engagement solutions that empower marketing, merchandising, commerce and customer service teams to identify the customers and moments that matter most, and to rapidly apply those insights to develop and deliver personally rewarding brand experiences.

IBM Commerce ignites innovation by leveraging patterns of success from more than 10,000 client engagements, original industry research, and products consistently recognized as industry leaders in major analyst reports.

IBM Commerce solutions help you attract, delight and grow the loyalty of customers by enriching the ways you engage each of them. IBM provides a set of integrated customer engagement solutions that empower marketing, merchandising, commerce and customer service teams to identify the customers and moments that matter most, and to rapidly apply those insights to develop and deliver personally rewarding brand experiences.

IBM Commerce ignites innovation by leveraging patterns of success from more than 10,000 client engagements, original industry research, and products consistently recognized as industry leaders in major analyst reports.

Visualize Your Martech Stack

Overview

Visualizing the collection of tools and platforms that make up your MarTech stack is essential for understanding your as-is environment. And -- more importantly -- envisioning and implementing your idealized future state.

Yet there are many different ways to build a MarTech "stack"...just look at the impressive results of the MarTech Stackies Awards contest at this show!

This fast-paced session will offer some alternative reference models for visualizing your existing and future stacks. Pick and choose which one works best for you, and then take it back home to impress your peers!

Speaker

Moderator

Data vs. Goliath: How Marketers Can Win In The Age Of Amazon

Overview

Learn how data-driven marketers are succeeding through the sophisticated use of customer data. As the age of disruption continues to decimate companies and turn entire industries on their head, the gap between the data haves and have-nots increases and a few behemoths extend their dominance while most companies struggle to compete. Join Treasure Data, the only enterprise Customer Data Platform, as we share unpublished CMO research in partnership with Forbes and explore repeatable marketing success stories from Wish.com and Subaru.

Speaker

Sponsor

The Treasure Data Customer Data Platform (CDP) helps you harness and analyze the information you need to create a data-driven enterprise. We bring all your data together for a single, actionable view of your customer. Only Treasure Data CDP handles the scale, security, and complexity required by a global enterprise in a way that empowers business decision-makers to deliver a superior customer experience and creates a unique competitive advantage. We empower you to better know your customers, engage in meaningful ways along the entire customer journey, measure your success and grow your business.

Moderator

Overview

Most marketing automation and CRM solutions and best practices were developed in B2B for a sales-led model: marketing generates leads and then provides enablement support for salespeople. But in a digitally-driven world, more products and services are being sold directly to buyers, where product and digital marketing are fused together.

In this special panel, three leading companies who leverage martech in product-led growth strategies - Airbnb, Evernote, and DigitalOcean - will describe the challenges, methods, technology, and management approaches that they've implemented. Reflecting on their experiences, they'll offer contrasting points of view on product-led vs. sales-led marketing strategy and operations.

This session will cover:
- challenges and opportunities for product-centric organizations.
- B2B and B2C models - differences, similarities, and blurred lines.
- aligning to market, and keeping the customer at the center.

Speakers

Moderator

Overview

Get beyond the hype of blockchain and cryptocurrencies and learn how the marketer of the future will leverage new tools and technologies to deliver results and clear ROI.

With stories from the trenches of the crypto revolution, Jeremy will help you will navigate and understand the unique capabilities that blockchain technology offers modern marketers, opening up new ways to organize and execute marketing functions that bring you to your customers and partners and deliver value more efficiently across your ecosystem.

The session will include a review of the Blockchain MarTech Landscape and key takeaways for marketers looking to prepare to be relevant in a blockchain world -- including how crypto-tokens enable new kinds of value creation in marketing and how AI plays a starring role.

Speakers

Moderator

Overview

Should your business become a "platform?" Many of the leading digital natives, such as Spotify, Airbnb, Uber, Netflix, and Amazon are thriving because of their own platform business models. They can quickly and easily scale interactions and improve experiences between producers and consumers, creating value for both -- and themselves in the middle -- by facilitating matchmaking and efficient exchange of services or products. But these dynamics don't have to be limited to those digital giants. Many smart businesses are starting to take advantage of their data and ecosystems to create a platform in their market -- and to do so before a competitor does. This session will provide a framework for evaluating your platform opportunities and a roadmap for how to pursue them:

- Understand the trends that will drive business tomorrow.- See how "platform businesses" are driven by "business platforms."- Learn the key steps along the path to becoming platformed.- Hear examples of businesses taking a platform-first approach to martech.

Overview

In 2017, Millennials surpassed Baby Boomers to become the largest living generation. As they move into their prime spending years, Millennials are poised to completely reshape the global economy. So, how can you tap into this enormous revenue potential? The key to this $200 billion opportunity is building an effective social strategy that includes the right influencers.

To continue to see success in 2018, marketers will need to move away from one-off tactics to on-going relationships between brands and influencers. In this session, learn how ELLE has mobilized their most passionate millennial readers to drive in-store traffic, digital brand awareness, and user-generated social content for some of their largest advertising partners.

ELLE is the world's largest fashion magazine, boasting 46 international editions in more than 60 countries. With a social following of more than 19 million members across multiple social channels and an innovative branded community of 16,000+ members, ELLE is deepening its relationships with its most trusted advisors (its readers) and brand partners through their online community.

Speakers

Moderator

Overview

Advances in artificial intelligence and consumer adoption of messaging are fulfilling marketers' dream of having personalized, one-on-one conversations with their customers.

As the industry pioneer in digital transformation and the biggest beauty company in the world, L'Oréal recognized a huge opportunity and partnered with Automat in April 2017 to launch an innovative messaging chatbot for Facebook Messenger called Beauty Gifter.

Attend this session and learn:- how "conversational marketing" can help brands to get to know their customers as individuals and foster ongoing relationships.- what works well, and what doesn't, when consumers interact with conversational marketing applications- KPIs and results achieved building the first multibrand advisor bot.- The AI capabilities needed to succeed in conversational marketing.

Speakers

Moderator

Overview

Financial planners advise us to diversify our investments to safeguard against market volatility. In computer science, the "separation of concerns" simplifies design and maintenance of applications. Biologists understand that genetic diversity can lead to more healthy and vigorous offspring.

In the world of martech, we've been seduced by the promise of a singular solution that consolidates the dizzying array of tools available to us. We are often forced to choose between the advantages of diversification and the dream of unified data, optimization and reporting that marketing clouds promise.

In this presentation, Tony makes the case for a diversified approach to marketing technology. You'll leave with an appreciation of the range of options available and their ability to integrate your siloed teams and data.

Speakers

Moderator

Overview

Great leadership recognizes that organizational design and talent development is a critical piece of delivering creative marketing campaigns that achieve results. Join this talk to learn how Reduxio, a MarTech Stackie Award winner, successfully implemented a disruptive marketing plan by:

How Meyer Unleashed The Power Of Content@Scale

Overview

Content is everywhere: from websites and mobile apps, to social networks to in-store experiences. Most organizations focus on the best ways to deliver content. But to truly unlock the power of content, there's a whole host of behind-the-scenes work that needs to get done. Join Aprimo's Anjali Yakkundi and Meyer's Amber Penland for an interactive session to learn:

Which are the most critical, behind-the-scenes content processes

Which technologies are instrumental in order to unleash the power of content

How Meyer was able to successfully manage content at scale

Speakers

Sponsor

Aprimo is a leader in global marketing operations and digital asset management technology. Aprimo’s performance-driven software gives marketers the advantage to digitally govern and grow their brand. Aprimo delivers the advantage with its innovative Marketing Operations Hub. We allow marketers to manage budgets, people, data, and content throughout the ideation, workflow, and campaign delivery of the brand experience while maximizing provable ROI.

Get the Right Vendor Short List

Overview

You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how?

This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories.

Real-Time Personalization Platform

Overview

Nearly 9 out of 10 marketers (88%) say their customers expect personalized, digital experiences. Fortunately, these days, marketers can deliver personalization at the individual and account level...in real time and without relying on IT. Join Rebecah Wiegardt, Account-Based Marketing Manager at B2B video software provider GoAnimate, who will explore real-world examples of how they are applying website personalization to better engage and convert their target prospects. In this session, you'll learn why personalization has become so important, how to harness behavioral data to deliver relevant, individualized experiences "in-the-moment," and how to improve your demand generation and ABM efforts.

Speaker

Sponsor

Only Evergage's real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement across channels into reality.

Combining in-depth behavioral analytics, a full customer data platform and advanced machine learning, Evergage provides the one platform you need to systematically understand and interact with each person that visits your site or uses your app - one at a time, "in the moment" and at scale - to deliver a maximally relevant, individualized experience. Evergage has delivered personalized experiences to more than 2 billion web visitors and users of over 150 organizations, including Lenovo, Endurance International Group, Intuit, Publishers Clearing House, Rue La La, Zumiez and more.

Overview

Enthusem automates hyper-personalized direct mail as part of a marketing automation workflow.

SnackNation is a subscription service that provides healthy snacks for the workplace. They wanted to offer a physical, personal sample snack box to each of their prospects, however execution was cost prohibitive. SnackNation leveraged Enthusem's hyper-personalized direct mail that looked like a personal snack box with the recipient's headshot on it. The mailer led to a personal video online with a call to action to register for a free snackbox. Responses were pushed to SnackNation's sales reps so they could follow up instantly. The entire process from the triggering of mailers at the right time, generating the hyper-personalized mailer and triggering response notifications was integrated with SalesForce, making it very easy to scale, manage and track. This campaign also won an AMA Marketer of the Year Award!

We used a unique, trackable code on each mailer to track response rates which averaged 11% for this campaign.

Speaker

Sponsor

Enthusem, by Prospect Smarter, is an offline to online marketing tool that automates direct mail personalized at scale and integrates with the most popular marketing automation and CRM systems, including HubSpot, Salesforce, SharpSpring, SugarCRM and Velocify.

Speakers

Moderator

Overview

At Red Hat, as at many organizations, data is plentiful… but turning insights into actions remains difficult. That's why the company is developing a "Next Best Action" framework for presenting intelligence to marketers in a way that answers common questions such as:

- What are the patterns of marketing activities that influenced pipeline for a specific product?- In what cities should I hold events, based on where we have interest in our products?- If a prospect attended an event, what offer should they receive next?

In this session, you will learn how Red Hat is integrating and transforming internal and external data and using it as knowledge to help marketers answer common questions. You'll also learn how to apply the framework and give marketers guidance on how they should prioritize their actions -- even daily activities -- based on timely notifications.

Speakers

Moderator

Overview

Over the coming months, we will see a significant increase in the amount of media attention to the topics of AI + AR, specifically, computer-vision-enhanced experiences. This session, based on proprietary research, details the rapidly-approaching evolution of experience through technology that empowers, intelligent systems that enhance and the convergence of physical and digital heading toward synthetic reality.

Attend this session for:- a look at how technology that empowers consumers, such as a camera as a platform, is changing how we interface and interact with technology.- an exploration of intelligent systems from conversational experiences, machine and deep learning and the topic of intelligence augmentation.- an overview of computer vision and the role of location data + augmented reality on redefining the world through the lens of Gen Z.- implications for marketers as we evolve from consumer-centric marketing to system-based marketing through algorithms.

Moderator

Overview

We marketers tend to buy technology based on aspiration. Rather than buying what we need, we acquire and implement systems rich with functionality we'll probably never use. Often, there's widespread frustration at the gap between reality on the ground and the ambition, which leads to disenchantment with the tools and projects at all levels.

Also, marketing team budgets are typically increased only AFTER they've already demonstrated significant success to the C-suite. That makes it necessary to achieve success with a modest tech stack and existing staff. By being creative, marketers can squeeze innovation out of their existing tools and resources and build momentum to jump-start all kinds of other marketing initiatives in the process.

Join our panel of martech leaders who have been pragmatically creative with constraints. You will learn to:

- identify opportunities to innovate with tools already in your stack.- deploy talent in creative ways.- establish a baseline for measurement, even if it's not perfect.- use your success in small projects to build momentum for bigger initiatives.

From Silo'd to Symbiotic: How Modern Content + Commerce Can Bring the C-Suite Together to Serve the Needs of the Customer

Overview

Today's consumers move fluidly from channel to channel and are most loyal to the brands that provide the best experience wherever they explore, shop and engage. In this session, commercetools and Bloomreach will describe how commerce technology and content management have dramatically evolved to help retailers and brands make every moment shoppable. Learn why APIs, microservices, cloud native, and headless commerce should be in every marketing and tech person's vernacular.

Sponsor

commercetools is a next-generation software technology company that offers a true cloud commerce platform, providing the building blocks for the new digital commerce age. Our leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future. Our agile, componentized architecture improves profitability by significantly reducing development time and resources required to migrate to modern commerce technology and meet new customer demands.

The innovative platform design enables commerce possibilities for the future by offering the option to either use the platform's entire set of features or deploy individual services, á la carte over time. This state-of-the-art architecture is the perfect starting point for customized microservices, enabling retailers to significantly reduce time-to-market for innovative commerce functionalities.

With offices in Germany and the United States, B2C and B2B companies from across the globe including well-known brands in fashion, E-Food, and DIY retail trust commercetools to power their digital commerce business.

Myths Vendors Tell

Overview

There's a lot of exciting technology on this show floor, but what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches?

In this fast moving session, Tony will reveal 5 key myths that vendors espouse and reveal the reality of each. You'll leave this session with a clearer view of the marketplace and a practical take on the opportunities in front of you.

Separating Fact from Fiction in Marketing AI - Adelyn Zhou, TOPBOTS

Overview

Artificial Intelligence (AI) has crossed the line separating science fiction from practical reality. In order to disrupt rather than be disrupted, you need to leverage AI to transform your marketing and sales. Successful companies use AI to optimize customer journeys, identify sales opportunities, retain great clients, and provide high levels of service. In this session, learn how to create an AI strategy, the best practices, and the top AI tools to drive growth and revenue for marketers.

Speakers

Moderator

Beyond the Hype: Harnessing the Real Power of Unified Data and AI - Jason Heller, McKinsey & Company

Overview

The savviest marketers don't push decision making on the newest innovations in technology, big data, and AI to the front line - they make big bets on developing data science and data engineering capabilities to enable a new frontier of growth.

Join McKinsey partner Jason Heller to hear about how the most successful marketers are building customer data platforms with petabytes of data signals and machine learning models to create value across the customer lifecycle. This is the backbone of the modern marketing infrastructure.

Learn about how to get the most out of the AI powered black box platforms that are already part of your stack. How to ensure that you have the right talent to take on this next frontier of marketing growth, the operating model implications, and what it takes to create the business case to get started.

Moderator

Overview

The combination of low-code/no-code platforms, digital transformation mandates, and the ongoing evolution of agile management methodologies is a perfect storm for empowering marketing operations staff, power users, and - in some very interesting cases - even customers and partners to tailor marketing's "digital operating system" to their needs.

In this session, you'll learn from several of the pioneers who are enabling this revolution and hone in on how you can harness the power of citizen technologies in your organization. Questions we'll answer will include:

- Who are these "citizens" and what skills and motivations do they have?
- How do citizen platforms fit into a broader marketing stack you've already invested in?
- What are the scenarios where marketing "citizens" have the most impact?
- What are the opportunities to empower "citizen" customers and partners?
- What are the risks of engaging "citizens" and how do you mitigate them?

The Right Way to Buy Marketing Technology

Overview

Implementing the right technology is a critical precondition to your digital marketing success, yet industry surveys suggest that more than half of all toolset selection projects fail to identify the best solution for the customer's needs.
Why? Enterprise selection teams too often follow a "waterfall" method that involves long lists of required features and too little human involvement and testing.
In this session, Tony - author of The Right Way to Select Technology - will show you a more agile selection process that incorporates the latest in design thinking.

Moderator

Overview

Join this fireside chat with the dynamic CMO of T-Mobile, a company leveraging mobile, social, television and digital to drive its retail and online businesses. You'll hear firsthand how to optimize your brand across channels, drive customer retention and perfect product launches in a competitive, dynamic omnichannel environment. You'll also gain insights into:

- how to effectively drive omnichannel marketing in a crowded marketplace.- what technologies you can leverage to enhance multichannel customer relationships and experiences.- how consumer engagement differs across generations.- surprising innovations in consumer marketing vs. the most overhyped.

Speakers

Moderator

Overview

Customer Data Platforms promise what so many marketers want: easy access to a single view of their customers. But how do you pick the right CDP vendor from dozens of options?

In this session, David provides concrete advice based on a framework that explains the different functions provided by all, some or a few CDP vendors. You'll leave knowing how CDP products differ and how to pick the combination of CDP features that best fits your organizational needs.

Speakers

Moderator

Overview

Setting up a MTO requires special care in order to please IT while making it's role clear for Marketing. Are members of the MTO all developers, project managers, solution architects?

This session will review a case study of how City National Bank's MTO came to be. Mark will share the group's purpose, how it measures success and the successes and failures to date, along with the makeup of the group's resources and work structure as it helps influence traditional marketing partners to adopt a more agile method of delivery.

Takeaways:

- Learn what key resources you need in the short and long term.- Learn what processes to put into place to manage vendors, projects and partners.- Get a set of templates and tools to help kick-start the development of your MTO.

Overview

The martech landscape is constantly changing. We see the emergence of CDPs, a more dominant positioning of AI and decision management, and platforms that enable connectivity across the entire consumer experience. These capabilities are being deployed in cloud-based environments that promote marketing agility through high-velocity adaption. Organizations must come to terms with the role of these capabilities and rationalize them into their suite of martech capabilities. They must also understand the implications to the organization.

In this session, you will learn:

- The major drivers of change in martech
- How these changes will impact change in technology and organization
- What organizations will need to do to adapt to these changes

Speakers

Sponsor

Merkle is a global data-driven, technology-enabled performance marketing agency and the largest independent agency in the US for CRM, digital, and search. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing performance and shareholder value. With more than 3,000 employees, the privately held corporation is headquartered in Columbia, Maryland with 21 additional offices in the US and offices in London, Shanghai, and Nanjing. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

Lunch Presentation - Pantheon

Overview

TBA

Sponsor

Pantheon puts the power of the Internet in the hands of developers and marketing teams, delivering rock solid hosting along with the most complete platform for professional website creation. We’ve built the world’s best website management platform—one that gives web teams all of the developer tools, hosting, scaling, performance, workflow, and automation they need to build the best websites in the world. Pantheon powers 150,000 websites, serving billions of pageviews per month.
For more information, visit www.pantheon.io.

How AEG Serves Hundreds of Thousands of Customers With Personal Concert Recommendations They Love

Overview

In this session, you will learn how the CRM team at AEG connects with hundreds of thousands of customers on an individual level, and find out how they automatically serve personal concert recommendations their customers love on the channel their customers expect.

We'll also dive into how AEG turned years of fragmented customer data into precise knowledge, and how they leveraged machine learning to unlock customer affinities and personalized preferences automatically.

Discover how these new insights led to smarter automation and enabled their business teams to serve customers in the best possible way... at the push of a button.

Speakers

Sponsor

Lytics offers the only enterprise-grade Customer Data Platform (CDP) used by The Economist, Dr. Martens, Atlassian, and Nestle. With machine learning, Lytics’ CDP makes customer experiences more relevant and profitable. Lytics is headquartered in Portland, Ore. Learn more at getlytics.com.

Walk the Talk: Use Always-On Martech That Decides in Real Time What's Best for Each Customer

Overview

As marketing technologists, we love modern concepts like understanding and predicting individual behavior, acting in real time, and delivering great personalization. But in practice, we still gather data on customers and use it to place them into segments and cells, let product owners push products based on their timing and goals, build up rules, analytics, and interaction history by channel, and automate like mad.

It's understandable why we've taken this approach. For years, we had no choice. Behavior data was often modeled, product-centricity was king, new digital channels constantly popped up, and like the game "Whac-A-Mole," we knocked them down with a new channel app. Cheap marketing automation meant we could crank out campaigns galore - oblivious to the client experience. However, things have changed.

In this session, you'll learn:

Why you'll be at a competitive disadvantage if you stick with this approach.

The functional architecture of an always-on martech solution.

Examples of brands that have adopted this approach and their mind-boggling business results.

Speakers

Sponsor

We are Pegasystems, the leader in customer engagement software. Our adaptive software empowers people to rapidly deploy and easily change applications. Over our 30-year history, we've delivered award-winning capabilities in marketing, sales, and lead management, powered by advanced AI and robotic automation, to help the world's leading brands achieve breakthrough business results.

Get the Right Vendor Short List

Overview

You've identified a technology gap, but the array of vendor choices can be totally dizzying (just look at the MarTech show floor!). To simplify your selection process, you need to identify the right "short list" of vendors to approach. But how?

This session will show you a different kind of approach to winnowing down a long list of vendors to just a handful of candidates for subsequent testing, using a modern methodology based on design thinking and user stories.

Speakers

Moderator

Overview

Here are three truths DonorsChoose.org learned while cultivating a user community of more than 3 million contributors and raising more than $600 million for public schools:

1. The top 10 percent of users want you to ask for their help.2. You can successfully build authentic relationships at scale.3. Word-of-mouth is not all about social shares.

In this session, Abby shares actionable advice on building user communities from scratch, driving growth through word of mouth and measuring the success of community marketing initiatives.

You'll walk away with four key takeaways:- How to build authentic relationship with your most valuable customers at scale in a way that drives revenue.- How to start and manage an active online user community that drives engagement and return on investment.- How to empower users to be advocates for your brand without high spend on monetary rewards.- The metrics you should use to measure the ROI across different community marketing strategies.

Moderator

Overview

Many factors are contributing to the growing crisis of accuracy, authenticity and the ability to gain insights from marketing campaigns and earned media measurement. "Fake news", social media bot accounts and pay-for-virality schemes, are making the process of determining true brand impact elusive.

As the cycle of attention and media moves at an ever-increasing pace, what role do advances in technology play in separating truth from fiction, context from noise, and value from junk?

Our panel will discuss how Verizon and Turner are using machine learning, artificial intelligence, and process technology to help senior marketing and communications executives make faster, more informed decisions in the current landscape.

Attendees will learn:

- How to find trust and confidence in the data and insights garnered from earned media.
- Where artificial intelligence can help in the process of marketing and earned media measurement, and where current technology falls short.
- How to bridge the gap between machine learning and human context.
- Best practices for how marketers can deal with fake news, inflated metrics, and information overload.

Speakers

Moderator

Overview

"Attribution" is no longer a buzzword, but a business imperative. It's also tricky at best to get right, with many companies struggling to effectively gather and analyze attribution data.

In this session, we will dive into attribution challenges and provide a plan of action to surface key insights you'll need to evolve your marketing campaigns. You will learn how Alert Logic's award-winning marketing operations team was able to partner with Sales and Finance to implement a companywide attribution model. Sameer will share the steps you need to take to successfully implement an attribution model, and the lessons he learned going through the process.

Session takeaways include:- how to successfully navigate the attribution conversation with sales and finance.- precise steps you can take to implement a companywide attribution model.- best practices for attribution technology and reporting and thing to avoid.

Increase Content Engagement & Improve Your ROI

Overview

In this session, you will learn how to present your content in a more engaging (and scientifically proven!) way in order to become more memorable to your prospects. You'll also understand how to relay key facts that further position your company as an expert, and, most importantly, increase your ROI.

Speakers

Moderator

Overview

Being an effective leader of your organization's MarTech strategy means being on the right technology at the right time. But if you're only assessing technology from a marketing or technology perspective, you may be in for huge delays - or worse, permanent blockers.

Legal and GDPR (Global Data Protection Regulation) compliance teams have their own perspective and have become important stakeholders in martech purchase and renewal decisions. In this session, you'll walk away with:

- A cheat sheet of common must-have requirements to satisfy your GDPR and legal teams that you can ask for before your vendor selection gets too far- Strategies for how to use your GDPR and legal teams to your advantage in martech purchase and renewal negotiations- A breakdown of changes occurring in the GDPR landscape in 2018 and what it could mean for your existing martech stack- Tips to become savvy at reading your vendor contracts so you can identify red flags before they reach legal.

Speakers

Moderator

Overview

Historically, most companies have had three distinct organizations to support the full life cycle of customer engagements:

- marketing operations (the process and systems architecture for marketing).- sales operations (the process and workflow for customer lead engagement and management).- customer success operations (the process and systems architecture for customer success).

But as the majority of customer touch points have gone digital, the lines between these three functions have blurred. As organizations look to align all interactions of their customer journey -- and the tools and people supporting it -- a new function is emerging that spans marketing, sales and customer success: "go-to-market operations," or "customer operations."

What does a go-to-market "operating system" look like that orchestrates the activities of marketing, sales, and customer success? What are the workflows (people, processes and tools) used to maximize throughput of the customer journey?

Join this session to learn how HashiCorp approaches aligning go-to-market operations in service of the customer journey.

Speakers

Moderator

Overview

In less than one month we migrated from a full-service ESP to a self-service ESP-enabling 7 international markets with minimal martech exposure to independently manage their end to end communications. In this session, Laura will share how Weight Watchers successfully orchestrated this change and ideas you can use in leading your own roll-out of self-service platforms.

Gain Buy-In
- Stop the tech speak and start with why.
- Clearly define the immediate impact and how to achieve it.
- Be excited - if you don't care about what you're implementing, no one else will either.

Facilitate Adoption
- You're about to be a middle-school teacher for a day. Prepare for it accordingly - think clear processes, documentation, worksheets, hands-on learning, and homework. When everyone leaves the room, they need to feel confident they can do this on their own.
- You have a captive audience, don't lose it. Follow up with scheduled time for teams to check-in, run through issues, and discuss next steps.

Acknowledge Challenges and Limitations
- New tools result in new challenges. Be upfront with your teams about what this change requires from them. If something will take more time than previously, tell them and help them plan for it.

Harnessing Consumer Data to Treat Patients Like Humans and Not Devices

Overview

Delivering exceptional customer experiences can be a challenge for any organization. But for those in the healthcare industry, the task can be even more daunting. Patients need access to information and resources, but often find that their healthcare provider isn't designed for a patient-centric experience in every channel, either because of legacy technology prevents innovation or privacy concerns limit creativity.

Providence St. Joseph Health is striving to fundamentally change the often fragmented online healthcare experience by connecting the patient journey and data across every touchpoint. In this presentation Madelyn Mills, Director of Analytics & CRM of Providence St. Joseph Health, will share her organization's vision to use online and offline data to provide consistent, personalized consumer interactions across digital touch points and channels.

How Providence St. Joseph Health centered their thinking around the healthcare consumer and their experience in order to offer them everything they have been asking for and more

How data living in organizational silos can result in costs to the business

Ways Providence St. Joseph Health is joining online and offline identifiers to build profiles across systems and achieve a single view of the customer

How Providence St. Joseph Health is building dynamic marketing lists based on multiple data points and leveraging triggers to consistently adjust to the changing needs of their consumers

Use cases including the first steps to securely bring an elevated consumer experience to life using CRM, call center and display ad data for known and unknown users

Speakers

Sponsor

Tealium revolutionizes today’s digital businesses with a universal approach to managing the ever-increasing flows of customer data - spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, combined with a turnkey integration ecosystem supporting more than 1,000 vendors and technologies, Tealium’s Universal Data Hub enables organizations to leverage real-time data to create richer, more personalized digital experiences across every channel.

Myths Vendors Tell

Overview

There's a lot of exciting technology on this show floor, but what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches?

In this fast moving session, Tony will reveal 5 key myths that vendors espouse and reveal the reality of each. You'll leave this session with a clearer view of the marketplace and a practical take on the opportunities in front of you.

Moderator

The Marketer's Journey of Getting to 1:1 - Understanding Fact from Fiction

Overview

Great marketing is a destination, but like most destinations, there's more than one way to get there. Your brand's needs and situation shapes the journey, and no two journeys will be the same. Join Datorama and Electronic Arts as they share lessons learned on their journey to achieve 1:1 "Player First" marketing and the importance of building the approach and stack that's right for you.

Sponsor

Datorama is a global technology company providing a Marketing Intelligence platform for data-driven enterprises, agencies and publishers. Datorama’s AI-powered solution gives marketers the ability to centralize their data into one single source of truth. This automates reporting across channels and campaigns, and provides marketers with a seamless, always-on optimization capability across their respective KPIs. Datorama’s best-in-breed combination of data management, data visualization, automated insights, and activations empower marketers to become an engine of growth.

Speakers

Moderator

Overview

In a very short time frame, account-based marketing (ABM) has become the most prevalent demand generation strategy in B2B marketing, and new technologies now make it possible to apply ABM across the entire customer life cycle. However, there are still significant challenges to implementing ABM successfully -- and the idea that it is seamless is a myth.

In this session, you'll learn how Medtronic and others have approached their ABM strategy to overcome those challenges and how the marketing industry is evolving to:

- Improve ABM data quality from a depth and breadth perspective.- Manage integrations to support a seamless customer journey from anonymous targeting, to conversion into known contacts, and throughout intelligence customer nurture campaigns.- Advance marketing analytics that support true account-based insights.

Moderator

Overview

Have you ever wondered how marketing technology vendors build and operate their own stacks? Of course, they use their own products, but what sits around them and how are they integrated? How do they view digital transformation with their own organization and what does that mean for their technology priorities?

In this session, you'll hear from three marketers from the martech community about their stack strategy, implementation and challenges. Attendees will have the opportunity to hear first hand how our panelists have:

- Built their own stacks and how they think about targeting and engaging you- Designed how their product(s) fit in their stack and what other products they connect with- Selected their systems of record and how the rest of their stack integrates with them- Planned for continued evolution of their stack - and what they expect in 2018

Speakers

Moderator

Overview

Across the board, CMO budgets are down as marketers struggle with fiscal maturity. Only 53 percent use mature budgeting methods, meaning many CMOs are overinvesting in areas that don't lend returns, according to Gartner.

Not at Palo Alto. The marketing team at this $2 billion Silicon Valley enterprise security powerhouse has perpetually won a "closest to the pin" award from Finance. (When was the last time your finance team give you an award?)

This session will dig into the technical details of the strategy and tools used to buck the trend of "spendimonium" and achieve control and transparency over complex marketing spend. You'll get a behind-the-stack look at the marketing operations plan of a global team serving 45,000 customers across 150 countries.

This case study focuses on the team's journey to build a technology, data infrastructure and strategy that enabled them to align every marketing dollar spent with a strategic company and go-to-market initiative. David will share key steps a marketing org should take to shift focus from being purely tactical to driving ROI.

Editorial & Sponsored Sessions

Most sessions at MarTech are "editorial" ones, where speakers have been selected based on the quality of their content. These sessions are organized by the MarTech programming team. Editorial sessions do not have paid spots; no speaking slots are sold.

Sessions in Solutions Track, Breakfast Keynotes and Lunch Presentations are paid speaking slots. The content is produced by the sponsor. Sessions in the Solutions Track are open to those with All Access passes and those with Expo+ passes.

Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or influence the selection of speakers.